It's not the oldest farmers' market on the Peninsula. Nor the largest. But the Sunday farmers' market on California Avenue in Palo Alto is one of the most popular and successful in the region, especially for those lucky enough to tout their wares.

Hans Haveman, owner of H&H Fresh Fish of Santa Cruz, has been selling lingcod, king salmon, halibut and other fresh seafood at this market since it opened June 3, 2007. He participates in 12 Bay Area markets, and says this is one of the most lucrative. "We often sell out," he says.

100 vendors waiting

Every week, new vendors apply, hoping to snag a coveted spot at the four-block-long market. In fact, the wait list now numbers more than 100, according to the Urban Village Farmers' Market Association, which runs the market. Although the city of Palo Alto allowed the California Avenue farmers' market to add 27 new vendors in March, it's rare that a space comes open for anyone new.

What makes this farmers' market such a hit? It's surrounded by housing. There's ample free parking. It's a short bike ride from Stanford University. And it's frequented by customers who are well educated, eco-conscious and have the means to dole out $12 for a jar of beet marmalade from Oakland's Blue Chair Fruit or fork over $8 for a half gallon of raw milk from the Salinas Valley Schoch Family Farmstead.

'A great demographic'

"It's just a great demographic. They ask a lot of questions," says Bob Blanchard, owner of Old Creek Ranch on the Central Coast, who has been selling organic Valencia oranges, grass-fed beef, goat, lamb and pork since the market's inception.

Since it started seven years ago, attendance has nearly doubled to about 6,000 each Sunday. The crowd blends yoga-mat-toting women sipping coffee after class, parents pushing strollers and college students queuing up for Tru Gourmet organic dim sum.

Mark Zuckerberg has been spotted here. Steve Jobs was a regular. Recently, three visitors were spotted conspicuously outfitted with Google Glass, including one who was only 10 years old.

It's that kind of market.

"Our kids call it the 'fruit buffet' because of all the samples," says Grant Wedner, a vice president of business development who lives in Los Altos and shops here every week with wife Christine.

"We love taking them here because it makes them more willing to try different foods."

Wedner was one of about 20 people waiting patiently at 9:30 a.m. at one of the newest stands, which already draws the longest line: Manresa Bread Project.

After it proved a blockbuster last year at the Campbell farmers' market, Manresa established a stand in the California Avenue market in March. Shoppers' appetites have already grown so voracious for the pumpernickel, whole wheat sourdough and buckwheat-cherry artisan loaves crafted by the Michelin two-star restaurant in Los Gatos that many items sell out within 90 minutes. Disappointed latecomers have even tried to snatch the display breads, which are not for sale, says head baker Avery Ruzicka.

Cary Cole, a tech entrepreneur who lives in Woodside, was showing his parents visiting from Arizona around the market one Sunday morning. A regular for five years, he especially praises the quality and variety of the prepared foods.

"I prefer this over the Ferry Building one," he says. "There are just too many lines there."

Then, he thinks twice. "Oh wait - don't tell people how great this one is. I don't want more crowds finding out about it. Just tell them it's horrible," he says with a laugh.

California Avenue Farmers' Market

Where: California Avenue (El Camino Real to Birch Street), Palo Alto.

When: 9 a.m.-1 p.m. Sundays, year-round.

Operated by: Urban Village Farmers' Market Association.

Established: June 3, 2007.

Number of vendors in 2007: 34 farmers, 19 packaged-food vendors, six hot-food vendors, six to nine artisans.